What You Need to Know: More brands are making mood and effect benefit claims on product packaging and other consumer-facing materials, and backing those claims up with terpenes and minor cannabinoids to strengthen the value proposition.
The Market is Moving: Classifications of indica/sativa/hybrid is beginning to fade as designators of consumer experience and brands are embracing cannabinoid content with product companies offering at CBN, CBG, and other minor cannabinoids. Products boasting minor cannabinoids have gone from having marginal presence in mature markets to being a requirement for a top performing brand portfolio.
More brands are Emphasizing the Consistent and Predictable Experiences
Trend – Marketing Products with Experience-driven Benefits with Minor Cannabinoids & Terpene Profiles
According to BDSA Consumer data, 8% of consumers prioritize terpene content/profiles when shopping for cannabis, but 16% of consumers report that mood or effect labeling is a major influence of product choice.
We will see cannabinoid content and terpene-driven benefits in brand and product stories.
Terpene-focused marketing is gaining traction in mature markets, with some brands providing terpene content on testing labels, and others producing “buyers guides” explaining the breakdown of terpenes across their product portfolio, tying these terpenes to repeatable, consistent experiences.
Minor Cannabinoids offer a Major Benefit
Minor cannabinoids are a group of naturally occurring compounds that are found in cannabis plants alongside the well-known and more abundant cannabinoid, tetrahydrocannabinol (THC), and cannabidiol (CBD). These cannabinoids are considered “minor” because they are typically present in much smaller amounts than THC or CBD.
Some examples of the popular minor cannabinoids include:
- CBG (Cannabigerol): CBG is the precursor to many other cannabinoids, and it is believed to have potential as an anti-inflammatory, antibacterial, and neuroprotective agent.
- CBC (Cannabichromene): CBC is non-intoxicating and may have potential in treating inflammation, pain, depression, and acne.
- CBN (Cannabinol): CBN is mildly psychoactive and is formed from the degradation of THC. It may have potential in treating insomnia and other sleep disorders.
- THCV (Tetrahydrocannabivarin): THCV is believed to be an appetite suppressant and may have potential in treating obesity and diabetes.
- CBDV (Cannabidivarin): CBDV is non-intoxicating and may have potential in treating epilepsy and other neurological disorders.
- Delta-8 THC (Delta-8 Tetrahydrocannabinol): Delta-8 THC is similar to delta-9 THC, but it is less potent and may have potential in treating anxiety, pain, and nausea.
- THCA (Tetrahydrocannabinolic Acid): THCA is the acidic precursor to THC, and it is non-intoxicating. It may have potential in treating inflammation and autoimmune disorders.
- CBDA (Cannabidiolic Acid): CBDA is the acidic precursor to CBD, and it is non-intoxicating. It may have potential in treating inflammation and nausea.
While research on minor cannabinoids is still limited, some studies suggest that these compounds may have potential therapeutic benefits.
For example, CBG has been shown to have anti-inflammatory properties, while CBC has been studied for its potential anti-depressant effects. Additionally, CBN is believed to have sedative properties and may be useful for promoting sleep.
As more research is conducted on minor cannabinoids, their potential uses and benefits may become better understood. However, it is important to note that the legal status of these compounds may vary depending on local laws and regulations, and their use should always be discussed with a qualified medical professional.
The team at Green Forest Brand assists companies in developing infused products that enhance the medicinal value as well as the value proposition of their products. >>Click here to connect with the Green Forest Brand team.<<
